Abstract:

Abstract enThe concept conservatism  emerging as  a result  of  modernization process is accepted  as  an ideological doctrine shaped  in the context  of contrast with modernization.  However,  in  the recent  period,  the change in the concept  conservatism  has caused  to differ a little  more.  What underlying  the confusion of  these  two concepts is that  the concepts modernity  and conservatism are differently positioned.  The change of   the  perception conservatism in Turkey dates to 1980s.  The concept conservatism  that  earlier meant   conserving the old [values ] in cultural area,  traditional life, and system of  rooted values  replaced  with the concept “new  conservatism” in post-1980 period.  Together  with this  change  forming  the understanding  of  conservatism,  it  was  observed  that  the women adapting  ideology of “new  conservatism”  participated  in  the cultural and social  activities and became visible in restaurants,  concerts, cinemas,  and holiday villages  in higher rate.  In the recent times,  it  is  seen that  the number  of   designs made  toward conservative  women  in fashion sector has increased,  and  that a market, in  which  the conservative  women can make a selection about fashion belonging  to  their own clothing  patterns, has formed   Especially  together  with increase  of  the use  of  social media,  it is seen  that this  process  much more  accelerates and becomes a new  market. In this  context, in this study,  analyzing   the conservative  women paying  attention to  the brand in the category  of personal  care products (scarf,, shawl, shoes,  and briefcase) and being in the tendency of  consuming,  the sample  framework of  the study was formed.  In this direction,   a survey  was  carried  out  with 155 conservative  women through internet.  In the study,  the relationships between  the  dimensions “emotions of adoption” and “purchasing  intention” of  brand  loyalty of  the conservative women using personal care products  and  “brand  perception and satisfaction feeling” that are the leading  factors  were attempted to  be evaluated. Although the subjects  of  brand  perception,  satisfaction feeling,  and  brand  loyalty,  which form  the essence  of  the study,  are  studied,  that  the  sample  consists  of conservative women  makes  the study original.  It  is  considered  that  the study  will  shed  light  on  the next  studies. 

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